《营销管理英文版第3版》

作者	（美）小哈珀·W.博伊德（Harper W.Boyd，Jr. 编者
出版	沈阳：东北财经大学出版社；McGraw-Hill出版公司
参考页数	547
出版时间	1998（求助前请核对）目录预览
ISBN号	7810444727 — 求助条款
PDF编号	86799038（仅供预览，未存储实际文件）
求助格式	扫描PDF（若分多册发行，每次仅能受理1册）

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BRIEF TABLE OF CONTENTS1

SECTION I AN OVERVIEW OF MARKETING MANAGEMENT1

1 Marketing and the Marketing Management Process2

2 The Strategic Role of Marketing26

SECTION II MARKET OPPORTUNITY ANALYSIS59

3 Environmental Analysis60

4 Industry Dynamics and Strategic Change80

5 Consumer Marketing and Buying Behavior100

6 Organizational Markets and Buying Behavior122

7 Marketing Information and Marketing Research144

8 Market Segmentation and Market Targeting170

9 Positioning Decisions192

SECTION III DEVELOPING STRATEGIC MARKETING PROGRAMS211

10 Business Strategies and Marketing-Program Decisions212

11 Product and Services Decisions232

12 Developing and Testing New Products and Services256

13 Pricing Decisions280

14 Distribution Decisions306

15 Promotion Decisions338

16 Personal Selling Decisions374

SECTION IV STRATEGIC MARKETING PROGRAMS FOR SELECTED SITUATIONS403

17 Strategies for New and Growing Markets404

18 Strategies for Mature and Declining Markets436

SECTION V IMPLEMENTING AND CONTROLLING STRATEGIC MARKETING PROGRAMS463

19 Implementing Business and Marketing Strategies464

20 Controlling Marketing Strategies and Programs486

APPENDIX CALGOLIA INC.:506

A STRATEGIC APPROACH TO INTERNATIONAL MARKETING506

INDEX527

1998《营销管理英文版第3版》由于是年代较久的资料都绝版了，几乎不可能购买到实物。如果大家为了学习确实需要，可向博主求助其电子版PDF文件（由（美）小哈珀·W.博伊德（Harper W.Boyd，Jr. 1998 沈阳：东北财经大学出版社；McGraw-Hill出版公司出版的版本）。对合法合规的求助，我会当即受理并将下载地址发送给你。

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